Germantown panel grants variance for larger Truck Country directional signs

The Village of Germantown Board of Zoning Appeals voted to grant a variance allowing three on-site directional signs at Truck Countrys new facility to increase from 6 square feet to 36 square feet each. The board recorded a unanimous vote in favor after a public hearing and applicant testimony.

Board Chairman Barry White opened a hearing on the appeal by Innovative Signs Inc., agent for Truck Country, for property at N 128 W 21795 Highway 167 near the I-41 and Holy Hill Road interchange. Jeffrey Retzloff, the villages community development director and zoning administrator, described the site and confirmed the application seeks relief under section 17.46(7) of the zoning code for directional sign area; he noted a height request listed in the notice was an error and said directional signs are treated differently from wall or freestanding signage.

Jamie Diman, agent for Innovative Signs, testified the larger panels are necessary because the facility primarily serves semi-tractor trailers and commercial vehicles that sit higher than typical passenger cars. "So we are requesting an exception to the standard directional size requirements based on the unique features of this facility," Diman said, adding that larger letter height and panel size improve readability and reduce the risk of trucks slowing or stopping unpredictably in the driveway.

Company representatives said the signage package is standardized across their locations. "Continuity is all what it's all about for sure," said Dave Bernard, who stated the company operates 27 locations and uses similar wayfinding at each site. Jim Connelly of the McCoy Group explained that drivers become familiar with the standard signage and that larger signs can reduce internal delays and safety risk at large facilities.

Board members questioned alternatives, including using multiple smaller signs or reducing the number of words per panel to improve legibility. Retzloff confirmed directional signs are not counted toward the villages total square-footage-per-property limit but that each directional sign is capped at 6 square feet under the code absent a variance. The board discussed the variance criteria required by state law and the zoning codes intent to balance aesthetics with safety and property-owner rights.

Members agreed the request would not be contrary to the public interest because the signs will be on private property in a commercial/industrial district and are intended to improve safety and traffic flow for transient semi-truck drivers. They also found the propertys multi-use service function and high volume of semis created an unusual circumstance supporting a variance. The board concluded that literal enforcement of the 6-square-foot rule would impose a practical difficulty and business hardship given the applicants operations and consistency goals across sites.

A motion to approve the variance "as requested" was made and seconded; the roll call recorded three ayes and the board granted the variance for the three directional signs. Staff said meeting and appointment information would be distributed following the meeting.

The board did not provide a specific implementation timetable in the hearing; the variance approval allows the applicant to install the three 6 ft-by-6 ft directional panels on the Truck Country property subject to any standard permitting and site-review steps required by the village.